Four years after it acquired ATI for $5.4 billion, AMD is finally ditching the ATI brand name for good.
The decision was taken based on AMD's research which found that:
1) AMD brand preference triples when the person surveyed is aware of the ATI-AMD merger.
2) The AMD brand is viewed as stronger than ATI when compared to graphics competitors (presumably NVIDIA).
3) The Radeon and Fire Pro brands themselves (without ATI being attached to them) are very high as is.
The transition will start later this year as new products will roll out with AMD Radeon and AMD Firepro logos. A set of logos without the AMD name is available for OEMs who which to avoid confusion when offering Intel based PCs with AMD discrete graphics cards.